#139: What converts more: press logos or celebrity endorsements?

No. 139: Hey all,

Before we dive in – what are you doing tomorrow at 10am PT/1pm ET?

The easiest sale you'll ever make is to someone who already bought. So my buddy Erik of Justuno and I are hanging out LIVE to share the formula we use for upsell and cross-sell offers.

And you're invited.

PS: Meet us there in real time & we’ll review your site.

Back to today’s takeaway…

Every product needs social proof.

Whether it’s press, customer reviews, A-list endorsements, or accreditations, building trust with social proof is critical.

But which ones help drive the most conversions?

It depends.

Figure out what your audience values most.

Then, emphasize it over all else.

Here’s how.

Today, you’ll take away:

• An insight to test: Increase product desire with relevant social proof.

• A news highlight: Supreme Court considers Tiktok’s bid to remain in the US.

• Useful tips: 4 unlikely spots to share reviews.

📅 EVENT THIS WEEK

The upsell and cross-sell strategy lifting AOV for 8-and-9-figure brands in 2025.

🎯 WEEKLY INSIGHT

Prioritize the most relevant social proof to command attention.

Case in point:

An accessories brand moved celebrity endorsements higher and press mentions lower.

Homepage conversions lifted by 7.3% with this layout shift.

Why’d it work so well?

For this brand, celebrity images with direct product links are more powerful than press mentions.

Moving an “As seen in” section to the footer de-emphasized its importance. Most of the time, the way people buy things isn’t logical. 

It’s emotional.

This brand’s audience is wondering:

“Will my friends be jealous of this?”

“Will it look cool in selfies?”

“Is it Instagrammable?”

“Is it worth the price?”

Using A-list celebrity endorsements over press mentions is a great strategy for some audiences.

Especially those that seek recognition and crave belonging.

⭐ Takeaway: Know thy customer! Promote the social proof they value most, and shift less relevant endorsements down.

🕙 WHAT’S BREWING

The 4 design changes that drove a 19% purchase increase for Unclaimed Baggage.

📣 IN CASE YOU MISSED IT

These 9 words landed an 18% conversion lift for a CPG brand.

Here are 4 unlikely spots to show reviews.

Order your collections by revenue. Here’s why.

🗞️ NEWS HIGHLIGHT

Supreme Court considers Tiktok’s bid to remain in the US.

👀 FROM LAST WEEK

#138: How to use power words to convert new visitors.

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

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•  🎯 Like this insight? See all previous wins here and collection of case studies here.​

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That's all for today.

If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.

And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen